Intertwinement of individualist and collectivist attributes and response sets

Abstract

This study aims to identify the extent to which individualist or collectivist orientations moderate peoples' responses when completing Likert-type questionnaires. Answers to multiple-choice questionnaires are vulnerable to a range of biases. These biases may relate, for example, to personal attributes as well as people's cultural attributes e.g. Collectivism or Individualism. The findings of this study suggest that Collectivism and Individualism directly affect the content of the answers where individualists more than collectivists are affected by the questionnaire's context and the tendency to exhibit higher level of self deception enhancement. Indirectly, however, via the effects of questi..